Cello Health

What Cello Health does

Cello Health (operating commercially as Lumanity) is a private, US-incorporated professional services firm delivering end-to-end commercialization and value demonstration support to the global pharmaceutical and biotech industry. Founded in 2004, the firm is headquartered in Morristown, NJ (North America) and London (European headquarters), with operations spanning 50+ countries. It employs approximately 1,200 experts combining scientific, clinical, medical, regulatory, and commercial expertise, and serves 150+ top pharmaceutical companies and 100+ biotech companies globally.

The firm's offering pairs traditional consulting capabilities — commercialization, insight, clinical and regulatory, medical affairs, HEOR, patient-centered outcomes, real-world evidence, medical communications, market access, and brand communications — with seven proprietary tech-enabled platforms: Ignite (launch excellence), EMULaiTOR (AI-powered synthetic personas), Expert Navigator (thought-leader engagement), Pathway (patient journey mapping), ONEE (omnichannel customer journeys), WeConvEEn (multi-stakeholder engagement), and Engage (HCP insight reporting). ONEE is registered as a trademarked brand asset. The firm pairs this technology stack with responsible-AI positioning, having become the first life sciences value demonstration partner to achieve ISO 42001 certification.

Cello Health / Lumanity monetizes through quote-based professional services contracts delivered via direct enterprise sales. Pricing is not publicly disclosed; engagements are tailored to client needs across the product lifecycle. The go-to-market is enterprise field sales, targeting pharmaceutical and biotech buyers across the medicine development path from discovery to delivery. Notable proof points include a FOTIVDA omnichannel campaign with AVEO Oncology that drove double-digit prescription growth and won the 2024 MediaPost Planning & Buying Award for Best Use of Data. The firm is led by CEO Jon Williams, with Angela Wheeler as President of US Insights and Amber Gilbert as Global Practice Lead of Value, Access & Outcomes.

Name

Cello Health

Legal name

Lumanity Inc.

Website

https://cellohealth.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

251–500 employees

Short description

Cello Health (operating as Lumanity) is a private global life sciences consultancy providing end-to-end commercialization, evidence generation, and stakeholder engagement services to 150+ pharmaceutical and 100+ biotech companies across 50+ countries, supported by seven proprietary tech-enabled platforms and 1,200 experts.

Ownership category

akta.pro rank

Product category

Life Sciences Consulting

NAICS

Management Consulting Services (54161), Management, Scientific, and Technical Consulting Services (5416)

SIC

Services-Management Consulting Services (8742), Services-Health Services (8000)

akta.pro primary industry

Medical Affairs, Scientific Communications & HEOR FSP (HLAGAOAG)

akta.pro secondary industries

Commercial, Sales & Field Medical (MSL) Staffing FSP (HLAGAOAO), Medical Affairs Scientific Communications (MSL Support/Scientific Response) (HLAGALAF), Healthcare & Life Sciences PR (MPAAADAD)

Keywords

• Life sciences consulting
• Pharmaceutical commercialization
• Health economics outcomes research
• Medical affairs communications
• Real-world evidence generation

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Strategic Consulting Services: End-to-end commercialization support including strategy, evidence generation, and stakeholder engagement for pharmaceutical and biotech companies throughout the product lifecycle.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels9 records

Core offering

Cello Health, operating as Lumanity, delivers end-to-end life sciences commercialization services to pharmaceutical and biotech companies, spanning strategy, evidence generation, medical affairs, HEOR, real-world evidence, market access, and brand communications. Its offering combines a 1,200-person multidisciplinary consulting team with proprietary AI-enabled platforms (Ignite, EMULaiTOR, ONEE, Pathway, WeConvEEn, Expert Navigator, Engage) that support launch excellence, omnichannel engagement, patient journey mapping, and stakeholder insights.

Product overview

Lumanity operates as a tech-enabled services platform offering multiple integrated products for the life sciences industry. The product portfolio includes Ignite (launch excellence), EMULaiTOR (AI-powered synthetic personas), Expert Navigator (thought leader engagement), Pathway (patient journey mapping), ONEE (omnichannel engagement), WeConvEEn (multi-channel engagement), and Engage (HCP insights). These products work together to provide end-to-end commercialization support, combining scientific expertise with advanced technology and AI-based tools to help pharmaceutical and biotech companies drive impact across the medicine development lifecycle.

Differentiator

Problem solved

Functional benefit

Brands

• Ignite: Launch smarter and faster with our launch excellence platform
• EMULaiTOR
• Expert Navigator
• Pathway
• ONEE
• WeConvEEn
• Engage

Products and services

• Ignite Launch excellence platform designed to help pharmaceutical and biotech companies launch products smarter and faster.
• EMULaiTOR AI-powered synthetic personas platform that brings audiences to life for secure, realistic stakeholder engagement and testing.
• Expert Navigator Platform to optimize thought leader engagements and identify key opinion leaders for medical affairs and commercial activities.
• Pathway Web-based patient journey mapping tool that illuminates the patient pathway from diagnosis through treatment.
• ONEE (Omnichannel Network Engagement Experience) End-to-end omnichannel solution that delivers dynamic customer journeys for healthcare professional and patient engagement.
• WeConvEEn Robust engagement platform ensuring seamless HCP, HCO, and patient engagement across multiple channels.
• Engage Insight-led reporting platform that provides understanding of HCP channel use, perceptions, and unmet needs.
• Commercialization Strategy Strategic consulting service that turns ideas into impact across the product lifecycle for pharmaceutical and biotech clients.
• Insight Services Patient-centric insights generation to inform strategic decisions for life sciences clients.
• Clinical & Regulatory Services Regulatory expertise to help clients achieve timely product approvals and maximize market potential.
• Medical Affairs Services Medical affairs strategy and engagement services that unlock critical insights for clients.
• HEOR (Health Economics & Outcomes Research) Comprehensive health economics and outcomes research supporting market access navigation.
• Patient-Centered Outcomes Patient-focused outcomes research to enhance clinical trials and deliver impactful treatments.
• Real-World Evidence Evidence generation leveraging real-world data to meet stakeholder needs.
• Medical & Scientific Communications Communications services that transform data into compelling narratives influencing healthcare decisions.
• Market Access & Payer Engagement Strategic services to position products for optimal market access and payer alignment.
• Patient Strategy & Engagement Patient collaboration services to develop treatments that improve health outcomes.
• Brand Communications Data-driven brand communications services that resonate with target audiences.

Quantifiable outcome

• Double-digit prescription growth for AVEO Oncology's FOTIVDA through omnichannel campaign

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature7 records

Partnerships

One partnership is on record.

• AVEO OncologynotableStrategic or Co-development PartnerLumanity partnered with AVEO Oncology on the FOTIVDA omnichannel campaign. The partnership delivered double-digit prescription growth through innovative data use that broke down silos and boosted engagement. The campaign won the MediaPost Planning & Buying Award for Best Use of Data and was a finalist for MM+M 2025 Best Use of Data award.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• ZS Associates: Global management consulting firm with a deep pharma and biotech practice focused on commercial strategy, sales, and marketing. Overlaps with Lumanity's commercialization and brand communications work.
• Evidera (Cencora): Specialist HEOR, RWE, and market access consulting firm within Cencora (formerly AmerisourceBergen). Closest direct competitor to Lumanity's evidence-generation capabilities.
• ICON plc: Major global CRO with a real-world evidence and commercialization consulting arm. Competes with Lumanity across clinical, HEOR, and market access engagements for top pharma and biotech accounts.
• Charles River Associates: Consulting firm with a dedicated Life Sciences practice covering commercial strategy, pricing, and HEOR. Competes with Lumanity on economic and strategic advisory engagements with pharma.
• Trinity Life Sciences: Specialist pharma strategy, insights, and commercialization consulting firm serving top-20 pharma. Direct peer in commercial strategy, market access, and medical affairs consulting.
• IQVIA: Largest global CRO and life sciences data/analytics provider with a growing commercialization and HEOR practice. Direct competitor to Lumanity's end-to-end pharma commercialization and evidence-generation offerings, with substantially greater scale.
• Syneos Health: Now privately held, Syneos Health is a clinical-to-commercialization CRO with deep relationships in pharma launch and medical affairs. Directly comparable business model to Lumanity's full-lifecycle commercialization offering.
• Kantar Health (Clarivate): Healthcare-focused research and consulting arm within Clarivate, providing real-world evidence, market access, and commercial insights. Comparable to Lumanity's evidence and insights practices.

Broad incumbents

• McKinsey & Company (Pharma Practice): Global management consultancy with a large pharma and life sciences practice covering strategy, commercialization, and operations. Competes with Lumanity at the high end of strategic pharma engagements.

Emerging players

• Informa Pharma Intelligence: Life sciences data, insights, and intelligence provider within Informa. Adjacent competitor to Lumanity's Engage and Expert Navigator platforms for HCP and thought leader insights.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/cellohealth
• LinkedInlinkedin.com/company/cello-health

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cello Health